DOMINO’S PIZZA A Direct/Interactive Marketing Proposal Presented By: Ashley Peterson Account Director, One-Stop IMC

Content Background Domino’s Marketing Today Proposal Overview Test Campaign Proposals & Budget Allocation •  Increasing Carryout Among 18-24 Population •  Increasing Sales in Households With Children •  Increasing Mobile App Sales Among Young Professionals •  Revisiting Groupon Data Collection Recommendations Proposal Takeaways

Domino’s Pizza: A Background •  Founded in 1960

•  Headquartered in Ann Arbor, MI

•  9,000+ corporate-owned & franchise locations across all 50 states and 62 international markets

•  Key Strengths: Strong brand identity, Convenient locations, Affordable menu options, Successful new recipe

•  Competitors: Pizza Hut, Papa John’s, Regional & Local Pizzerias

Domino’s Marketing Today Two Main Growth Drivers: Menu & Technology

•  Leveraged customer feedback to launch and solidify success of new pizza recipe in 2010

•  Reputation as early adopter of new technology such as the Domino’s Tracker

Robust Menu Offerings for Customers •  Includes pizza (regular and specialty), sandwiches, pastas, sides, &

desserts

Digital Presence (~50% of total sales)

•  Website •  Mobile Application •  Social Media: Facebook, Google +, YouTube

Proposal Overview Objectives:

1.  Increase carryout business without decreasing delivery business 2.  Increase the amount of orders placed through the mobile app

Target Audiences: •  Population between the ages of 18 and 24 •  Households with children •  Young Professionals •  Groupon Members

Budget: $300,000

Timing of Tests: 3 months, Results in 4th month

Increasing Carryout Among 18-24 Population

Selected Test Markets: College Towns •  Ithaca, NY •  Ames, IA •  Corvallis, OR •  Charlottesville, VA •  College Station, TX Test Campaigns for Execution: •  Weekend Carryout Coupons via Text •  Weekend Carryout Coupons via Email •  Campus Newspaper Inserts

Increasing Carryout Among 18-24 Population

Weekend Carryout Coupons via Text

•  Timing: September – November

•  Offer Redemption: Link in text to game-like landing page for “pizza + another menu item” coupon

•  Tracking Metrics: Coupon Redemption, Open, Click-Through, Opt-Out Rates

Weekend Carryout Coupons via Email

•  Timing: September – November

•  Offer Redemption: Link in email to game-like landing page for “pizza + another menu item” coupon

•  Tracking Metrics: Coupon Redemption, Open, Click-Through, Opt-Out Rates

Campus Newspaper Inserts

•  Timing: February - April

•  Offer Redemption: Bring print coupon into store upon pickup

•  Tracking Metrics: Coupon Redemption

Increasing Sales in Households With Children

Selected Test Market: Boston, MA Test Campaigns for Execution: •  Direct Mail: Postcard •  #MyDominosFamily Campaign •  30-second Direct Response TV Ad

Increasing Sales in Households With Children

Direct Mail: Postcard

• Timing: June-August; 1/month

• Offer Redemption: Coupon Code/Carry-In

• Tracking Metrics: Coupon Redemption

#MyDominosFamily

• Timing: October - December; 1 prize/mo. & Grand Prize

• Message Delivery: • National - Social Media

& TV • Test Markets - Email/

Direct Mail

• Offer Redemption: Photo submission activates coupon code for test market

• Tracking Metrics: Coupon Redemption, Submission count

DRTV 30s Ad

• Timing: Sept – Nov

• Offer Redemption: Call 1-800 Number from ad

• Tracking Metrics: Orders placed via 1-800 number

• Premise: Promoting Future Orders

Increasing Mobile App Sales Among Young Professionals Selected Test Markets: •  Des Moines, IA •  Raleigh, NC •  Madison, WI •  Salt Lake, City, UT

Test Campaigns for Execution: • Email with Mobile Application Link • Self-Mailer with QR Code •  Location-Based Mobile Site Pop-Up

Increasing Mobile App Sales Among Young Professionals

Email With Mobile App Link*

•  Timing: August - October

• Offer Redemption: Use code provided in email in mobile app order

•  Tracking Metrics: Coupon Redemption, Bitly metrics

Self-Mailer with QR Code*

•  Timing: December - February

• Offer Redemption: Use code provided on self-mailer in mobile app order

•  Tracking Metrics: Coupon Redemption, Bitly metrics

Location-Based Mobile Site Pop-Up*

•  Timing: May - June

• Offer Redemption: Use code provided in pop-up in mobile app order

•  Tracking Metrics: Coupon Redemption, Bitly metrics

*3 Unique Bit.ly Deep Links will drive consumers to mobile app or mobile website based on app availability and device capability

Revisiting Groupon • Marketing on Groupon: No upfront fees, No effect on

marketing budget

• New Test Premise: Multi-Coupon Deals •  Customers can buy a “pack” of coupons at a discount •  Coupons must be used during different visits

• Benefit of Multi-Coupon Deals: •  For the customer: Prepaid orders with a discount •  For Domino’s: Repeat visits

Budget Allocation

Test Campaign Category Cost

18-24 Carryout Penetration $100,134.83

Households with Children Penetration $103,845.00

Mobile Penetration among Young Professionals $91,501.25

Groupon $0.00

TOTAL $295,481.08

Full budget breakdown included in Appendix A of written proposal

Data Collection Recommendations •  Walk-In & Carryout Orders: Add email opt-in

•  Increase potential to interact beyond the order •  Continue relationship with “non-digital” customers

•  Opted-In Customers with Pizza Profiles: Add Birthday •  Highly personal touch •  Additional opportunity to contact loyal customers •  Added offer opportunity to drive revenue

•  Uses of Data: •  Top Customer Identification •  Cross-selling •  Optimal offer & message identification •  Customer feedback outlet

Proposal Takeaways •  Focus on key, growing customer groups with tactics highly

relevant to their behaviors and interests •  College Students: Reach via mobile platforms and relevant print •  Young Families: Promote convenience and family time •  Young Professionals: Drive mobile usage to match an on-the-go

lifestyle

• Revisit Groupon with multi-coupon deals to drive repeat visits

• Enhance data collection to increase opportunities for customer interaction and engagement